LOVE Island stars are set to lose MILLIONS as huge fashion brand PrettyLittleThing are moving in a “new direction”.
Over the years, the online retail giant have quickly snapped up a string of stunning Islanders to work with the brand.
But in a huge move, the women’s fashion label, which has undergone a major rebrand, will no longer be collaborating with Love Island stars.
It comes not long after creative director of PLT Molly-Mae Hague stepped down in June 2023, to focus on motherhood.
An insider told The Sun: “PrettyLittleThing currently has no plans to collaborate with any contestants from Love Island moving forward.
“While they’ve had great partnerships with Love Island talent in the past they are heading in a new direction.”
PLT have worked with a number of Islanders including Grace Jackson, Uma Jammeh, Ella Thomas and Gemma Owen.
But the company’s new direction will come as a blow to some reality stars hoping to bag a big-money deal after the show.
A source said: “This will be a huge blow to some of the Islanders who go on these shows with the aim of coming out with a fashion deal.
“Without these deals, they’ll be losing out on thousands of pounds, even millions after the villa.
“PLT has just had a huge rebrand and this seems to be part of the transition to move away from fast fashion.”
Molly-Mae, 26, has long had an affiliation with the brand having secured a big-money deal with the Manchester based retailer following her exit from Love Island.
However, she shocked fans when she announced that she would be stepping down from her reported £5million-a-year role as Creative Director in order to focus on motherhood.
In June 2023, Molly confirmed that she had quit her mega-money fashion job.
She was paid a reported £400,000 per month.
Despite removing mention of the brand from her bio, she stressed that she will remain a brand ambassador for the fast-fashion brand and insisted there is “no drama and no tea” about her departure from the role.
Back with a bang
This week returning CEO Umar Kamani threw his ‘A Legacy in Progress’ Party at the Caviar Kaspia in Paris.
A string of A-list stars attended, including supermodel Naomi Campbell, actress and model Rosie Huntington-Whiteley, actor Ed Westwick, boxing champion Anthony Joshua, socialite Cindy Bruna, and fashion influencer Leonie Hanne all graced the event.
A Legacy in Progress marked a pivotal moment in PrettyLittleThing’s ongoing transformation.
This star-studded bash offered a glimpse into the brand’s refreshed identity following its ambitious rebrand: a new era that seamlessly marries trend-driven energy with refined sophistication.
By bringing together an exclusive circle of tastemakers in a chic Parisian setting, the event not only captured the imagination of the fashion pack but also set the stage for the brand’s next chapter on the global stage.
Fashion mogul and CEO Umar took to Instagram to share a video of him on stage with Dragons’ Den star Steven Bartlett.
“We are fearless,” he told Steven. “We’re fearless again.
“While people were analysing, we were doing. And by doing, you know the answer quicker than the people who are analysing.
“I feel proud, I feel excited. A bit emotional actually as well because I didn’t like where we’d got to.”
An emotional Umar added: “It’s not about how old you are, it’s about how good you are and how much you want it. That’s what this rebrand is all about – redefining who we are.
“When people walk into the office on Monday, please try and fail because that’s fine. But if you don’t try and you analyse for too long, someone else hungrier and faster is going to do it.
“People talk about the old PLT. This PLT is going to be far better.”
A source said the move will come as a ‘blow’ to some Islanders[/caption]
Molly-Mae stepped down from her £5m role in 2023[/caption]
Indiyah Polack also signed a PLT deal after her stint in the villa[/caption]
